Wines of Germany Tour "Taste the New" started in L.A.
Held at the indoor-outdoor venue The Holding Co. in downtown LA, the event showcased the breathtaking photography of Tim Wulf’s “Landmarks of Wine Culture” exhibit and boasted award-winning producer and composer Robot Koch, a Berlin native who spun a special blend of electronic music for the guests.
The Taste the New launch event featured multiple pairing stations displayed by varietal – Riesling Trocken, Riesling Kabinett, Aged Riesling, Weissburgunder, Grauburgunder and Spätburgunder – and paired with light seasonal bites to highlight the flavors and versatility of the wines.
Matthew Kaner spoke to the guests about the campaign’s potential impact, saying, “this is our opportunity to direct the narrative: to show wine drinkers just how varying the beautiful wines of Germany are!”
The launch event drew a crowd of 65 top media, retailers and sommeliers from some of LA’s most popular restaurants who were invited to discover new wines, new styles and new flavors they might not expect from Germany through a series of interactive sensory experiences that brought to life “the spirit of Berlin bottled.”
The event centered on unique tasting activities designed to play upon all the senses, including those often overlooked in the tasting process. At one of three stations, Matthew Kaner led guests through a timed blind tasting challenge where they were asked to identify two wines based on appearance, nose and palate alone.
A sound station equipped with headphones and iPads invited guests to test research-based claims that sound impacts the way wine is tasted. From the volume of white noise to distinctive styles of music, attendees experimented with how different sounds influenced their tasting perceptions.
Guests were also able to explore select German winegrowing regions with just the touch of their fingertips at a custom programmed interactive tabletop displaying beautiful regional imagery and key facts on varietals, climate and terroir.
The event successfully inspired the influential attendees to think differently about German wine and to recognize that, as one of the most important wine growing countries in Europe, Germany offers a style for every palate.